Bottled Water Isn’t Holy, but It’s Got Mission’s Blessing

On a hot humid day, what quenches the thirst of tourists visiting Mission San Juan Capistrano?

The mission’s special-label bottled water, of course.

Debuted last spring during the Swallows Day celebrations, the 24-ounce bottles have a colorful label that features a 1921 painting of the mission and its arches by California artist Alson Clark.

Designed as a fund-raiser to generate money for the Mission Preservation Fund, the water is sold in vending machines on the mission grounds for $1.25.

“I thought, ‘We sell a lot of water here. Why not have our own brand?’ ” said mission administrator Jerry Miller, who came up with the idea. “No missions are doing this. We’re doing it strictly for preservation purposes.”

To create the private label, the mission entered into a licensing agreement with the Crystal Geyser company. The preservation fund receives about 12 cents per bottle or $3 per case of water sold. To date, Miller estimated, the mission has raised several hundred dollars.

“It’s been very successful,” Miller said. “It’s surprising to me how much water is consumed.”

Several local restaurants and the Farmers Market at Marbella Plaza now carry the Mission water too.

Miller said he has had to look for creative ways to raise money for the preservation of the mission, which receives no funding from governmental agencies or religious organizations. He also has plans to offer a mission-label wine.

“Every little bit helps,” he said.